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Company Expansion on the Polish Market
Svobodová, Marie ; Ing. Petr. Morcinek (referee) ; Koráb, Vojtěch (advisor)
This thesis focuses on the critical analysis of the company on the basis of a strategy is designed to expand the company in a foreign market. The analytical part of this work also contains a comprehensive view of the situation on the Polish railway market. The draft strategy takes into account all the risks and opportunities that are presented on the Polish railways.
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Company Expansion on the Polish Market
Svobodová, Marie ; Ing. Petr. Morcinek (referee) ; Koráb, Vojtěch (advisor)
This thesis focuses on the critical analysis of the company on the basis of a strategy is designed to expand the company in a foreign market. The analytical part of this work also contains a comprehensive view of the situation on the Polish railway market. The draft strategy takes into account all the risks and opportunities that are presented on the Polish railways.
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Entry of the brand Missha to Czech market and its marketing strategy
Doan, Ngoc Han ; Boučková, Jana (advisor) ; Pešek, Ondřej (referee)
The aim of this work is to describe the entry of the brand Missha to the Czech market and to analyze its marketing strategy. Then to propose recommendations for possible changes in the use of marketing communication tools to enhance observed indicators of the company's strategy. For the creation of the theoretical part the methods of literature search and compilation are used. Available secondary data are used to obtain data for analysis, also analysis of MML-TGI data are used for this thesis and qualitative research such as personal interviews with Missha customers.
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Analysis of the marketing environment of the Republic of Kazakhstan for selected elements of the strategy HAMÉ Ltd.
Fazylov, Yernar ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The main aim of this Thesis is to find out if specific elements in international buisness strategy of HAMÉ Ltd. are suitable for marketing enviroment of the country, which belongs to the sphere of influience of HAMÉ Ltd. This country is Republic of Kazakhstan. Metodology for analysis was taken from specialised literature. It consists of classification of individual elements of marketing enviroment, methods for studying the marketing enviroment, searching for inconsistencies in business strategy and using obtained data in its correction. Analysis itself was divided to three stages. At the first stage marketing environment of Republic of Kazakhstan was characterized, at the second stage trade operations of HAMÉ Ltd. on the specified market are described, at the third stage PEST and SWOT analzses were carried out, obtained results were used in creating of assessment of the suitability of the business strategy in the market conditions of the Republic of Kazakhstan. Entire data gathered during analysis were used in developing of necessary steps for increasing of the total electivity of business strategy of HAMÉ Ltd. on the market of the Republic of Kazakhstan. Key words:
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International Marketing of L'Oréal
Machek, Ondřej ; Boučková, Jana (advisor) ; Karlíček, Miroslav (referee)
The intention of this thesis is to analyse the international marketing strategy of the L'Oréal corporation with focus on the professional products division and its portfolio of global brands. The work is divided into four chapters. The first chapter is devoted to the theoretical background of the international marketing with focus on the global marketing concept. The second chapter deals with international marketing mix. The third chapter deals with an analysis of the history and present time of the L'Oreal company. The fourth chapter is devoted to the analysis of the L'Oreal Professional Products Division international marketing strategy. It contains the introduction of the division and its general marketing strategy, the analysis of the professional hair care market and main competitors and it deals with description and analysis of the marketing mix of its predominant brands Matrix, Redken, L'Oréal Professionnel and Kérastase.
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Působení firmy Henkel na českém a zahraničním trhu se zaměřením na marketing a komunikaci
Dostálová, Irena ; Zamazalová, Marcela (advisor) ; Nováček, Jan (referee)
Práce se zabývá působením mezinárodní firmy Henkel v České republice a také v internacionálním měřítku. Rozebírá její marketingové a komunikační aktivity. První část je teoretická a pojednává o globalizaci a internacionálním marketingu. Druhá kapitola nastiňuje historii a současné působení firmy. Třetí část poskytuje teoretický základ pro čtvrtou, praktickou kapitolu; obecně popisuje marketingový mix a rozvádí jeho jednotlivé prvky s ohledem na mezinárodní specifika a současné trendy. V poslední kapitole je detailněji rozebrán marketingový mix firmy na českém a zahraničním trhu.
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